Conference Proceedings
2 April 2026
Current Issue
Volume 26, Issue 1 (2026)Read More
Featured Content
- Research Article30 March 2026
From Automation to Innovation: The Transformative Impact of AI on Business Functions in India
Background: Artificial Intelligence (AI) is revolutionizing business operations by driving innovation, streamlining processes, and enhancing decision-making. Its growing adoption across industries signifies a paradigm shift from traditional business models to intelligent, data-driven systems. Objective: The study aims to examine how AI influences modern business functions, with a particular focus on marketing practices within the Indian context. Methods: A qualitative research approach was employed using semi-structured interviews with ten Indian marketing professionals. The insights gathered were analyzed to identify emerging themes related to AI adoption, benefits, and challenges. Results: Findings reveal that AI significantly enhances operational efficiency by automating repetitive tasks, improving customer engagement through personalization, and providing data-driven insights for strategic decisions. Industries such as retail, e-commerce, technology, and finance have witnessed major transformations through AI applications like predictive analytics, fraud detection, and customer service automation. However, challenges such as poor data quality, integration with legacy systems, shortage of skilled talent, and ethical issues including data privacy and algorithmic bias persist. Conclusion: AI serves as a strategic enabler, transforming conventional business models into intelligent and adaptive systems. The study underscores the importance of ethical AI implementation, workforce upskilling, and strategic alignment of AI capabilities with organizational goals. These insights contribute to a deeper understanding of AI’s transformative role in Indian businesses and offer practical guidance for sustainable AI integration.
Current Articles
Most Popular Articles
- Research Article25 April 2022
The Factors Influencing Consumer Buying Decision of Electronic Products
Consumer behaviour study is an effort to understand the buying tendencies of buyers for their end use. Consumer buying decisions direct how healthy the company's selling policy fits market demand. The persistent invention in electronic products accompanied by great price war followed by various opponent products available in every market, has commanded sellers to focus on the consumers' buying behaviour. This study examines the effect of influencing determinants on consumer buying decision of electronic products amongst different socio-demographic profiles. The comprehensive analysis indicates that social and personal factors are strongly associated with the consumer buying decision of consumers which supports our previous study on similar ground and situational determinant is the new which play almost parallel role. The result also helps manufacturers and dealers in understanding consumer buying behaviour and assist in improvement on buyer gratification. It was recommended that sellers should take cognizance of the fact that socio-personal factors are the fundamental determinants of buyers' want and behavior and should therefore be considered when producing electrical products for semi-urban markets. - Research Article21 April 2022
Payment Mode Influencing Consumer Behavior:Cashless Payment Versus Conventional Payment System in India
Background: This paper is an effort to analyze cashless payment vs Conventional payment system in India. The current study focuses on the challenges and threats faced by Indian consumer while using digital money. The paper highlights the buying patter of consumer in context to cashless and conventional payment system. Methods: In the current study theoretical model is constructed reviewing different journals based on cashless as well as conventional payment system. The study evaluates factor effecting purchase decision in light of variables associated with payment mode. Primary as well as secondary data is used for framing the conceptual theory which emphasizes on associating factors for the use of card or cash as medium for purchase. The studies also focus on cashless payment and its impact on consumer. The study is based on quantitative research. The sample size chosen is 500 based on standard deviation of the pilot study. SPSS 19.0 is used in the current study for the analysis of quantitative data. Reliability analysis is used for measuring consistency of the questionnaire. Correlation test is used to find the association between independent and dependent variables. Results: The study evaluates the most promising factor for payment option in contrast to card and cash. - Research Article25 April 2022
Export, Import and Economic Growth in India: A Study
Export and Import are very crucial part of our international trade and have always been so in the past. Export helps the country to earn dearer foreign exchange which supports imports and this promotes the economic growth. This study is carried out to investigate the linkage between exports, import and GDPat factor cost at constant price in India for the period post liberalization from 1991-92 to 2012-13. It is analyzed how exports and imports contribute to the economic growth of India. This study found that imports must be supported by exports to achieve continuous growth in the economy. Export tends to have a positive influence on economic growth by keeping import constant but import negatively influences economic growth by keeping export constant. - Research Article25 April 2022
Factors Affecting Movement of Indian Stock Market: A Study with Special Reference to CNX Nifty
Stock markets are often referred to as barometer of an economy. Stock market indices not only tell us about the condition of stock markets but in a way they also reflect the health of an economy. Stock prices do not move in vacuum rather they are affected by a large number of factors. The objective of the study is to identify the factors affecting the movement of Indian stock market and the impact of these factors on the same. For the purpose of this study, CNX Nifty has been used to represent the movement of Indian stock markets. CNX Nifty is a well-diversified index consisting of 50 large cap companies representing most of the important sectors of Indian economy. The study deals with the time series data and consists of eleven variables i.e. Oil Prices, S&P 500, Nikkei, FTSE, NASDAQ, Wholesale Price Index as a proxy for inflation. Index of Industrial Production, Foreign Exchange Rate, Current Account Deficit, FII Investment and CNX Nifty. The study has been conducted over a period of 32 quarters from financial year 2005-06 to 2012-13. Researchers have used Principal Component Analysis and Regression Analysis for conducting the study and drawing the conclusions. All these variables have been clubbed into two factors namely Macroeconomic Factors and International Factors. The study revealed that both these factors i.e. macroeconomic factors as well as international factors have significant impact on movement of CNX Nifty. - Research Article21 April 2022
Arbitrage Pricing Theory and its relevance in modelling market
This research compares the Arbitrage Pricing Theory (APT) to the Capital Asset Pricing Theory (CAPT) by looking at numerous macroeconomic factors that affect market security prices and determining how APT explains the majority of the returns. The goal of this study was to look at the fundamental aspects (revenue, assets, liabilities, and growth potentials) in order to compute the intrinsic value based on the investor's risk tolerance. The BSE and NSE websites were used to get month-by-month secondary data over a period of ten years (2010–2020), which included the share price returns of TATA Motors and Eicher Motors as well as the BSE Auto Index. The statistics on GDP growth rate, inflation, and interest rates was obtained from the RBI's official website. The findings imply that the APT model accurately describes the majority of the company's share returns. Furthermore, it is clear that macroeconomic variables have a substantial impact on the risk of an asset over time and are one of the key inputs that financial analysts must consider when calculating expected returns. Furthermore, the sources of risk incorporated in a data set in an APT model inform the investor as to why certain stocks move in a particular direction. - Research Article21 April 2022
Validate Peter-Lynch Model on Indian Stock Market
The concept of value investing became synonymous with Warren Buffet, the seeds of which were sown by Benjamin Graham. There many who have created a structure approach towards stock selection and investment. One of the veteran in this field Peter Lynch who managed a portfolio equal to GNP of nations like Ecuador. He insisted on few fundamental parameters like, Price Equity Ratio, Sales, Price to Earnings, Debt Equity and Price to Cashflow. This is the first time validation is done on India Equity Indices or for that matter Indian Stock Market.